Pragmatic Disruption of the Status Quo – Key TrendsBob Pearson, President W2O Group – 3/6/2014

Contents are proprietary and confidential.

The shift from the “cloudy” to “never cloudy”

Infrastructure, business and social cloud create the base to innovate from….

The CMO will define the next era

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The shift from “Advertising” to “Storytizing”

Customers help tell the brand’s storyMad Men are now MiddleMen

Brand as publisher to brand as storyteller

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Channel-neutralcontent

The shift from “big data” to “forensic analytics”

The big 5 fundamentals – listening, influencers, language, content & channel

The big 3 insights (multi-year, real-time, location-based)

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What if we could hear what is said for all retailers worldwide?

The shift from “smart phones” to “mobile cortex”

300MM patterns in our brains driven by neocortex shape how we digest info

Forensic analytics + our own actions = extension of our neocortex/billions of patterns

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Great ideas are often occurring outside your normal zone of learning

An app that guides you to the right decision and helps you improvewww.sharecare.com/askmd

8 Contents are proprietary and confidential.

The shift from “wearables” to “human data center”

Anything our body does will generate data, matched with all available content on a topic

Actions of our body lead to results on what to do, e.g. Ask MD

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The shift from “DMA & Q scores” to “DNA & IQ Tracking”

Understand influencers by town, city, state, country to build a brand’s DNA for paid/earned

Track people of value from character algorithms to network analysis

10 Contents are proprietary and confidential.

The shift from “who you know” to “custom search engines”

Understand exactly what your customer base does, desires and counts on

Any discrete set of people or things can be turned into a custom search engine

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*From 6,050 physician conversation collected from WCG’s MDigital Twitter Database between 5/12 – 9/12

What Pediatricians Are Talking About….

Your Brand’s Custom Search Engine Will Inform You About the Market

• Index of top customers, resellers, OEMs, influencers shows what they do/like/share

• Redefines how you deliver content/plan next steps

The shift from “paid media” to “smart media”

Companies will have their own trading desksEarned media insights will shape how we use

paidCustomer networks will create new channels by

country by brand

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J M A J

J S

Flight 1/PilotInefficient Media Mix

Content Capsules tested to identify lead content, project

reach of Earned media

Flight 2Optimized Media Mix

Content Capsule adjusted for lead content, media mix

optimized to account for Earned

Flight 3Ideal Media Mix

Content Capsule and media mix fully optimized for best return

PAID EARNED

Earned Media will Innovate Paid Media…..Pivot enables A/B/C/D/E/F

testing

The shift from “passive CRM” to “CRM enablement”

Enable customers to learn the full story via an email, share what they learn with peers and separate those who share vs. those who do

nothing

Move from ½ percent conversion to 5-10% sharing/learning/conversion

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The shift from 1:1 outreach to building media channels by brand

As the 9% becomes empowered, the opportunity to build a new channel worldwide emerges……

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The shift from random outreach of employees to the creation of a company social network

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The shift from e-commerce to precommerce

How channels change in importance over timeMatch up timing with needs of customer

Provide content they want on 1st visitCreate an “agile” 365 content approach

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The shift from responsive design to responsive experience

More than 50% of traffic to your website comes from a phone or tablet

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Is the visit to your channel generic?......

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…..or customized to let your visitor know you know who they are….

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The shift from 86% of clinical trials being delayed to 86% enrolling early

Mass media gives way to highly focused outreach to right patients

Health is transformed as medicine reaches the market earlier

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The shift from data proliferation to global data supply chain

Right data sources for 100+ countries, all languages, private APIs and de-duplication of data

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The shift from solo agencies to channel partners

Who is best in each area and how do we provide best in class service together?

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The new era is here…it is one that isNever Cloudy….

25 Contents are proprietary and confidential.